Cultural Awareness

Many of us traveled the world and came in contact with different cultures while conducting business internationally. While we frequently interact with many foreign units, often we are puzzled by the synergy we encounter. Don't you find it challenging to understand at times?

If you are not certain as to what "Cultural Awareness" term really means and how it could help you with a global work environment, perhaps this article is just for you. You may be surprised once you go through the last paragraph and actually change the way you have been conducting business until now.

International Encounters

International encounters, whether in global business settings or our personal interactions come with so-called "culture shock" for many people. It is a very natural feeling to experience at some point when we meet others we know little or nothing about. And there is a way to either eliminate it or at least minimize its impact.

So, what is culture shock?

The best to describe this phenomenon in my opinion; is to take into consideration that it exists mainly as a result of limited interpersonal interactions, lack of education, or ingrained stereotypes of our society we agree to absorb and are not willing to correct. It is somewhat the lack of perception supported by facts. It all lies deep in the mindsets of those who fail to take the time to understand it and who share their views with us. And there comes a delusion followed by some inconsistencies...

Culture seems to be very simple, yet it is so very complex from every angle you approach it. It's the way you think, act, and interact with others. It is a written map that offers guidance through the journey we begin when we conduct business in a global arena. We must learn how to acknowledge the differences and be willing to learn about them, sometimes even embrace and absorb them in order to succeed in our communication effort. In other words, such an approach can allow us to integrate the present distortion more appropriately and helps guide us effectively on where we want to go with the international business deal.

Being culturally sensitive (in other words: exhibiting cultural awareness) is crucial in contributing to anyone's global success in the marketplace. Only then we can understand the magical "WHY". Unfortunately, all of this does not happen overnight. This complicated process forces us to get exposure to new perspectives; and that itself can pose challenges or even create a feeling of uncertainty because we do not like the unknown, we are only comfortable with what we know as humans. It is almost like walking in someone's else shoes...

And this is where we "crack" the untouched surface...

Practice What Globally Matters to Business

Processes and policies, advertising campaigns, and communication are all part of the business acumen contributing to one's impact. When dealing with an international audience, we must remember to put aside the habits and patterns we have absorbed domestically. We must " break out of our shell". Being respectful can help build an appreciation for cultural and social differences, and therefore ultimately strengthens our brand as a result of it. Unfortunately, integration of such cultural sensitivity into business dealings takes practice. And we must find the patience to succeed. Thinking of cultural sensitivity as a form of personal respect can help us open up to these differences. Isn't being respectful to others the most important aspect of nourishing cultural sensitivity and being successful in a global arena? How we treat others in our personal life, as well as in professional business encounters; is a reflection of who we are. Let's look in the mirror then...

The Process, The Mirror, and Biases

So, how do we approach the process of becoming culturally sensitive, and how do we face our reflection?

First and most importantly, we need to focus on our personal awareness. Yes, it all starts with us. We need to face the reflection we see in "the mirror". Our understanding of the culture we are unfamiliar with, whether it is by researching the cultural facts online, asking questions about the common foreign business practices, or reading books about it is an indicator of who we are and how seriously we approach business deals. Knowing a bit of history and the ability to relate to it can be helpful when meeting a business partner whom we know nothing about.

Secondly, we need to put our biases aside as when differences are more visible than similarities, we tend to get defensive and make wrong judgments based on our standards and lack of knowledge in certain areas. This can only create more distortion in our communication rather than help us understand or be understood. One must never ignore the culture of the other person as it is who they are and how they act and react. Our communication effort should be truly focused on strengthening to understanding that people do come from different backgrounds, and people can be different from us. The more we decide to interact with others, the more we can understand any unfamiliar culture we encounter. There is no room for ambiguity, just genuine engagement with the purpose of understanding in mind. We enrich our lives by learning about others and we open our souls for humanity to speak.

Thirdly, we need to focus on building meaningful relationships and nurturing trust with lots of patience. If we are not certain of the situation, we should ask questions looking for clarity. We need to allow others to take their time answering our inquiries. Perhaps looking into practicing inclusiveness to a certain extend? This process has no room for assumptions as they often result in fiascos and can ruin business deals. We must allow it and therefore give time to understand our business partner's perceptions based on their cultural background, gender, or even religion. Let's practice patience and effective communication techniques, no passiveness, just a gentle assertive approach with plenty of respect.

Engaging Interpreters and Translators

So, we now know the culture and history of our business partner, but we do not know how to communicate and close the business deal...What do we do next? This is where trained linguists become very handy. In any area where language is a main communication barrier preventing us from closing an international deal, one can be culturally sensitive by using either interpreters (in any verbal communications) or translators (help with written materials, documents, brochures, etc). The cultural gap can be easily fulfilled with skilled professionals who understand diversity and are passionate about effective communication aspects in the work they do. They can be our key to the cultural diversity door we do not quite know how to open.

Importance of doing our "Homework"

The cultural inclusiveness of a successful business environment truly depends on the interactions we chose to adapt. The more "homework" we do beforehand, the better we are prepared to handle our business partners with dignity, respect, and grace. We must research, engage, and sometimes even set up guidelines to follow, always be ready to challenge any assumptions not supported by facts, and most of all, remain open-minded at all times. Sharing the journey with the business partner on many cultural levels, understanding their business perspective, and intervening; when necessary for the clarity of the thoughts; is what will make the business encounter pleasurable and successful for both parties. Sometimes, even looking into given information in more depth before signing the contract can offer an alternative to inaccurate conclusions. The key is to make it clear to communicate, understand and be agreeable for both parties involved.

Is there a recipe for success?

Properly facilitating the cultural content and learning about its impact on any business unit you engage with is an essential component in a recipe for success while biases and prejudice can only harm your business and stop you on your way to a successful and meaningful partnership you could develop in the global arena. It is ultimately your decision what initiative you decide to undertake and the impact you intend to make conducting business internationally. Clear business acumen and a solid understanding of the industry trends will drive your rewarding engagement with foreign business partners as long as cultural awareness is truly meaningful to you at all times.